Sergio Lorenzo Pizzorno plays guitar and writes for British band, Kasabian. His main aim in life was to become as successful as possible. As a young boy, ‘Serge’ originally had intentions to start a career in football. "I told my careers adviser I wanted to be centre forward for Leicester City. When he said 'No' I thought I'd be in a rock 'n' roll band."
His collaboration with G-Star was a natural fit for the unconventional denim brand. “They’re very true to their beliefs, I think that’s kind of a rare thing in these days. So from that, it was like, let’s definitely do something together!”
The partnership with G-Star is one of many alliances with friends, musicians, comedians, film directors and DJs. His most prominent pursuit is surely with the fellow band members of Kasabian.
“ In the latest ‘RAW’ campaign film, Sergio explodes into action wearing Type C ”
Originally named ‘Saracuse’, Kasabian formed in 1997 and have since won several awards, including a Brit Award in 2010 for Best British Group, their live performances never fail to excite their fans.
Sergio is a keen admirer of Britpop band Oasis and Noel Gallagher. "At our school, if you played guitar you got beat up for being a ponce. Then Oasis came along and suddenly playing guitar was cool.
Noel Gallagher inspired me more than any teacher or historical figure I’d heard about. For Oasis to ask us to go [on tour] with them is an honour and a pleasure.”
Serge also worked with former Kasabian lead guitarist and song writer Chris Karloff on the DJ Shadow track ‘The Tiger’ from the album ‘The Outsider’. In 2010, he composed the music for the movie ‘London Boulevard’. Serge also worked with Noel Fielding for the soundtrack of the E4 comedy sketch show ‘Noel Fielding's Luxury Comedy’.
Sergio’s latest collaboration with G-Star began with a trip to the headquarters in Amsterdam, he was inspired by the structure and workings of the brand and products. “There was just something about being in that building. Just how everything is in this sort of epicenter, this building in which everything gets done.”
In the latest ‘RAW’ campaign film, Sergio explodes into action wearing Type C. This denim is constructed with a loose top block and elongated rear pockets, for an unrestrained and tough look. Sergio produced a brand new musical composition for the film entitled ‘We have you surrounded’.
This campaign collaboration also spawned the release of a special limited edition Type C. Each one was crafted from 14oz dark aged denim with a special off-white pocket patch and logo. The patch of each pant was stamped with its own number and personally signed by Sergio Pizzorno as a mark of authenticity.
During New York Fashion Week, G-Star RAW hosted an exclusive event at the High Line Hotel to highlight its latest RAW campaign and launch the G-Star Eyewear collection. Kasabian took the stage with a one-off performance playing their latest tunes, rocking the premium New York establishment to its core.
Pizzorno still enjoys his childhood ambition of playing centre forward, scoring the opening goal in a celebrity Soccer Aid match and winning the man of the match award.
May the continuous success of Pizzorno and partners long continue.